Primetime Trouble: Jen Psaki’s MSNBC Gamble Hits a Ratings Wall
What was meant to be a bold new chapter for MSNBC has quietly turned into one of its most closely watched struggles. When Jen Psaki—former White House press secretary turned television personality—launched
The Briefing in the coveted 9 p.m. slot, network execs hoped she’d be the next big thing in political commentary. But just weeks into the show’s run, those ambitions are facing a harsh reality: the numbers don’t lie, and they’re not looking good.
Since its May 6 debut, The Briefing has averaged 1.1 million viewers—a sharp 44% drop from the audience Rachel Maddow and interim host Alex Wagner previously drew in the same time slot.
And in the all-important 25–54 demographic, the show is struggling even more, pulling just 90,000 viewers, a fraction of the 344,000 tuning into Hannity over at Fox News, and behind even CNN’s The Source with Kaitlan Collins, which has managed 108,000.
Despite MSNBC touting Psaki as a major political force with unmatched insider knowledge, it seems her transition from the White House podium to cable news hasn’t translated into viewer loyalty.
Behind the Slide: More Than Just a Numbers Game
The issue may not be Psaki herself, but the weight of what she inherited. Taking over Rachel Maddow’s legacy hour—MSNBC’s former ratings juggernaut—was always going to be a gamble.
But the show’s sharp downturn adds pressure not only to Psaki’s brand but to a network already navigating a tough ratings environment. Insiders say that Comcast, MSNBC’s parent company, has been voicing concerns about declining numbers and editorial direction for months.
There’s also a question of tone. Viewers have noted that The Briefing lacks the urgency and clarity that defined Maddow’s tenure. Psaki’s policy-savvy calm may work for interviews, but critics argue it doesn’t translate into compelling primetime television—a space dominated by forceful narratives and standout personalities.
The Bigger Picture: What Happens If This Fails?
While Psaki still edges out CNN in total viewership (543,000 for The Source vs. The Briefing’s 1.1 million), she’s falling short in areas that matter most to advertisers and the network’s long-term goals. The stakes are high. With MSNBC battling a larger identity crisis and audience fatigue across its lineup, the failure of The Briefing could trigger a wider rethink of its primetime strategy.
For Psaki, the question is whether she can shift gears in time—refining her format, sharpening her storytelling, and reconnecting with an audience that may still be unsure of what her show is trying to be.
Final Take: Psaki’s Challenge Mirrors a Media Reckoning
Jen Psaki’s shaky start on MSNBC reflects a broader challenge in political media: audiences want more than just access and authority—they crave connection, urgency, and trust. Whether The Briefing can evolve into the show that delivers on those expectations remains to be seen. But one thing is certain: in today’s media climate, reputation alone won’t keep the lights on at 9 p.m.